A habit stubbed out by health fears

But the increasingly comprehensive ban on smoking at work is indicative of a huge change in attitude towards cigarettes.

Just a few generations ago, people expected to be able to smoke wherever they were - and many non-smoking office workers had to put up with a working environment almost permanently wreathed in smoke.

Now, most office workers who still smoke have to hope their boss provides a special room or area.

But if the company does not provide facilities, the only alternative for the smoker is to brave the elements and go off the premises.

The main reason for this change in policy is the overwhelming evidence that smoking is harmful and the increasing promotion of anti-smoking policies.

Everywhere we see signs banning smoking and even smokers have to steel themselves when they buy packets which carry in block capitals the stark warning: Smoking Kills.

The cigarette market reached maturity in the 1920s. In those days, brands attempted to differentiate themselves by stressing the perceived benefits of having a smoke, such as having a calming influence during stressful moments or giving a lift when tired.

In the US, tobacco products were even seen as an acceptable alternative to candy. One famous Lucky Strike advertisement urged smokers to: "Reach for a Lucky instead of a sweet".

Cigarette manufacturers responded to growing health fears by introducing filter-tipped brands. Indeed, Philip Morris - manufacturer of Marlboro - said of its product: "Takes the fear out of smoking."

Advertising changed tack. It became relentlessly up-beat. Advertisements showed healthy-looking individuals doing adventurous outdoors activities such as skiing or riding horses. This was the era of the famous Marlboro Man.

More recently, the growing clampdown on advertising forced manufacturers to think again. This time, they switched their budgets to sponsorship of glamour sports such as Formula One and motorcycle racing. Now, even this avenue is being squeezed.

Dr John Woodhouse, regional director of public health for the North-East, is delighted at the steady decline in the numbers of people smoking and believes that we have a good chance of reducing still further the proportion of the population who smoke.

"The pattern over the past 25 years is for smoking rates to continue to drop and they are still dropping steadily," said Dr Woodhouse.

"Thirty years ago, the majority of the population smoked. Now it is a minority, about a third - men slightly more than women, but it varies from place to place.

"This decline is largely due to the increasing understanding of the harm caused by smoking, but it is also down to changes how people view smoking. It is increasingly unacceptable to smoke at work or in a public place. We are seeing a slow but sure increase in the number of places which are smoke-free."

Ironically, even smokers often prefer to be in a non-smoking environment because most smokers want to cut back and it is less temptation to light up, he said.

While the North-East has some of the highest smoking rates in the country, it also has the most effective smoking cessation policies.

"The smoking cessation campaign is extremely helpful to individuals by providing advice and, if necessary, nicotine replacment therapy, said Dr Woodhouse.

He said that even more progress would be made if smokers were seen as the "victims" of the tobacco industry rather than "sinners".

Naj Dehlavi, a researcher with Ash (Action on Smoking and Health) said: "The Government has just signed an international anti-smoking treaty. Once it is in force, they will have to protect workers from the ill-effects of passive smoking in workplaces and public places. We are are very pleased at this and we will hold the Government to it."

Jo Gaffikin, spokeswoman for the Freedom Organisation for the Right to Smoke Tobacco (Forest) said: "There will always be people who want to smoke. Turning smokers into social pariahs and banning smoking in public places will just drive what is a legal activity underground."